Hur klimatförändringskommunikationen påverkar individens vilja att engagera sig — en mediaanalys av tre framstående tal från opinionsbildare inom klimatförändringsdebatten
Sammanfattning: This paper aims to examine how the framing of climate change communication affects people’s will to change their behavior. Certain frames resonate with some audiences, and not with others. As such, they also mobilize some individuals to action, and rally others to opposition. Therefor, the purpose of this paper is to identify how representatives from three different political positions—Greta Thunberg, Al Gore and Donald Trump—frame their climate change communication. Recognizing these frames, the differences and similarities between the representative’s use of them, and how they’re received, is the main interest of this paper. The analysis shows that most similarities in the framing of climate change communication was found both to the right and left of the political spectrum. These positions either argue for radical intervention or radical denial though the use of fear appeals and emotions, and as an effect, polarize their audience to either strongly agree or strongly disagree. The middle position between these two radicals, tends not to use the same emotional or radical expressions, resulting in a position most people generally accept, but one that doesn’t spark the same strong reactions. The study discusses how an effective climate change communication, based on previous research about what communication drives people to behavior change, should be used, concluding that an understanding of the audience is crucial as well as emphasis on the production process.
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